EXPLORING SHARE OF WALLET DETERMINANTS IN FMCG RETAILING A QUALITATIVE STUDY

Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is a cognitive gap that determined a decrease of marketing relevance within firm and organizations. Based on relevant literature on retailing and an explorative case study, we propose a conceptual and pragmatic model to investigate MPM for a consumer goods retailer. The model identifies determinants of “share of wallet”: “share of purchase” and “share of visit”. The test of the model has been carried out on three Italian leading chains.